Essence magazine shared the results of its proprietary study, Smart Beauty IV (developed in conjunction with New York-based research firm Vision Critical Group) at the fourth installment of the Smart Beauty series. Presented at the Mandarin Oriental Hotel in New York City, the study focuses on African-American women and the prestige beauty category, and a panelist discussion analyzed the attitudes and purchase behaviors of the modern African-American beauty consumer.

“Essence’s Smart Beauty research confirms that African-American women are confident and aspirational; embracing and celebrating their unique beauty to the fullest,” says Mikki Taylor, beauty and cover director, Essence. “As trendsetters, African-American women enjoy the beauty experience and are loyal consumers, who trust prestige brands to deliver the quality they expect.”

Designed to educate, inform and inspire change in marketing to women of color by identifying their buying power, influence, needs and desires, the research methodology for Smart Beauty IV included online surveys among a national sample of African-American women and general market women, 18–54 years old. The sample of more than 1,500 included a mix of women who used branded beauty products and have shopped at a prestige store for a cosmetic, skin care or hair care beauty product in the past six months.

Highlights of Smart Beauty IV:

Regarding spending power: African-American women spend 80% more on cosmetics annually and nearly twice as much on skin care products than general market women do annually.

Regarding marketing to African-American women vs. general market women: A a brand she aspires to (48%) is a more important attribute than one with an appealing celebrity endorsement (33%) when choosing a beauty product.

Regarding the mindset of African-American women: Her self-confidence is evident in describing herself as intelligent, independent, attractive, ambitious, sexy and fabulous more often than general market women.

Regarding what informs the purchase decision for African-American women: Reflecting her personal style, being a brand she trusts, offering high-quality ingredients and being suited to her needs all stand out as key attributes to compel purchase across cosmetic, skin and hair categories respectively.